Objective of Event: Generate PR impressions (on social and traditional media)

WHY THE JUDGES LOVE IT:  At the North American Auto Show, Ford commemorated the 50th anniversary of the film “Bullitt” by giving attendees a chance to star in their own movie trailer, which re-created the film’s iconic chase scene. Participants posed in front of a green screen for the main shot, then completed three “scenes” […]

THE SETUP: With a star-studded cast at the helm, HBO’s four-part documentary, “The Defiant Ones,” about two music industry legends, promised plenty of viewers. So the network developed an aspirational goal that went beyond driving tune-in: establishing a cultural foothold for the series by celebrating the defiance in everyone. The brand targeted large-scale events, like […]

WHY THE JUDGES LOVE IT:  Coachella is a breeding ground for content creation, so to promote its i Series electric and hybrid vehicles, BMW headed to the desert. The brand enlisted festival headliner John Gourley and 17 influencers to document their individual journeys to Coachella on social media. The campaign concluded with two exclusive nightlife […]

THE SETUP: Microsoft, the official sideline technology sponsor of the NFL, has leveraged its Surface devices to drive fandom and boost player efficiency since 2013. But ahead of the 2018 Super Bowl, the brand wanted to show the world that its technology doesn’t just create fans—it creates change. So Microsoft launched Create Change, an integrated […]

WHY THE JUDGES LOVE IT: The centerpiece of Gatorade’s presence at the 2018 National Athletic Trainers’ Association tradeshow was an eight-foot HydroCube featuring Gatorade’s suite of hydration products. At each of the cube’s “Battle Stations,” attendees queued up, connected to the experience through an RFID check-in “G Band” and engaged in a hydration-related trivia game […]